The IAB announced the release of “A Mobile Advertising Overview,” a document that demystifies the mobile platform and showcases it as a vital and growing medium for interactive advertising. It is the first report issued by the IAB on the mobile advertising platform and outlines a broad spectrum of opportunities for marketers and agencies as more and more of them utilize this emerging platform.

The document: • Educates media companies, agencies, marketers and users about how advertising is currently implemented within the mobile platform • Explores the mobile platform as a viable part of the interactive advertising ecosystem • Includes case studies of mobile advertising campaigns designed to assist marketers and agencies in campaign execution.

“The recent growth of mobile advertising clearly illustrates how quickly we are moving to a three-screen universe,” said Randall Rothenberg, President and CEO of the Interactive Advertising Bureau. “This report outlines the opportunity for marketers and agencies to reach increasingly mobile consumers giving them information when they want and where they want—this is no longer the future but the here and now.”

“This was the IAB Mobile Committee’s first major initiative and we are proud to have created a comprehensive guide for marketers, agencies and publishers on the mobile platform,” said Gary Schwartz, CEO, Impact Mobile and Co-Chair of the IAB Mobile Committee. “Mobile is changing the way consumers interact with advertising and once they get accustomed to it there is no going back.”

On July 21, the IAB will host a Leadership Forum on Mobile Advertising in New York City, where industry leaders, including marketers and agencies, will explore the opportunities and innovations of this dynamic medium.